Objectives

Discovering the Secret Giver

Objectives

• Why Market Planned Giving?• Bequest Giving research• Stelter Focus Group Observations• Life Stage Copy Formula• Print, Web, eNewsletter marketing ideas

Why Market Planned Giving?

• Strengthens relationships with annual donors• Planned gifts are often many times larger • Intergenerational Wealth Transfer• Over the next 15 to 50 years, the “greatest

generation” and then the “baby boomers” will transfer assets between $41 to $136 trillion.

• Bequests to charitable organizations could total from $6 to $13.4 trillion

• Annual giving could increase to $504B up to $672B per year in 15 years

Why Market Planned Giving?

• More competition for donors – over 2 million non-profits

• 50-70% of our prospects still die intestate

• Only 33% of donors who have made a planned gift notify charity

• Sources: 2000 NCPG Survey, 2008 Stelter survey

2008 Bequest Giving Research

• Largest & most comprehensive scientific research every completed on subject of bequest giving• Participants included consistent donors and bequest donors age 40+• Random sampling of 900 AdultsGOALS•Confirm current strategies that help nonprofits succeed in identifying and cultivating bequest givers.•Develop data-driven tactics to help make nonprofits even more successful.

Margin of error: 3.3 percentage points for the entire sample.Method/length: Telephone interviews lasting approximately 13 minutes.Field dates: Feb. 27 through March 12, 2008

The first things we learned:

• We now know how many prospects are inclined to include charitable bequests in their will.

• We also know how many bequest givers there are in the U.S. among adults aged 40 and over.

Currently include nonprofit in will7%

Have will, plan to add nonprofit in future5%

No will yet, plan to include nonprofit

5%

7% name a nonprofit in their current will.

Current and prospective bequest givers

0% 25% 50% 75% 100%

Most of these (73%) intend to

create wills within the next five years.

Most of these (73%) intend to

create wills within the next five years.

72%

61%

61%

45%

Younger Americans are least resistant to the idea of charitable bequests; older Americans are the most resistant.

Age 40–49

Will does not currently include a bequest to a nonprofit and probably will NOT in the future (among those who have already created a will)

0% 25% 50% 75% 100%

Age 50–59

Age 60–69

Age 70+

The likelihood of changing the minds of unlikely givers decreases as they age.Possibility of changing mind in future to include nonprofit in will*

*Among those who are unlikely to include a bequest, both with and without a will; n=499

Age 40–49

0% 25% 50% 75% 100%

Age 50–59

Age 60–69

Age 70+

15%

4%

1%

2%

Good Chance

2%

18%

25%

13%

8%

Small chance

95%

75%

87%

57%

79%

No, settled

3%

5%

4%

3%

4%

Not sure

Overall

U.S. residents are making wills at an increasingly younger age.Age when created first will(Among those who currently have a will; n=594)

Age 60-69 (9%)

Age 70 and over (4%)

Not sure (2%)

Under age 40 (41%)

Age 40-49 (25%)

Age 50-59 (19%)

This makes it clear that solicitations must differentiate by age.

• The strongest identifying trait among those who are good prospects without wills is age.

• Many nonprofits ignore those under age 55 when targeting bequest givers.

• That kind of thinking is outdated.

We also learned

• Once a nonprofit is in a will, it is rarely removed.

• That means there is little risk in cultivating givers at too young an age.

• The greater risk is waiting too long.• Will may be “filled up” with worthy

nonprofits.• Older Americans are more resistant to idea

of bequests.

7% 93%

Once a nonprofit is included in a will, there it stays.

Removed a nonprofit from a will

0% 25% 50% 75% 100%

Among those who currently

name a nonprofit

Yes No

One more finding contributes to the idea of Secret Givers:

• They do not want to tell nonprofits about their bequests.

• Their plans are secret now and may remain that way forever.

A minority of planned givers have alerted the nonprofit of their gift.

Notifying nonprofits of decision to include bequest in will

6%

NP knows it has been named

0% 25% 50% 75% 100%

Prefers NP to find out when time

comes

Not sure

36%

NP doesn’t know now, but donor plans to

notify

5%

53%

Concerns from bequest givers about notifying a nonprofit.

One of the main reasons for choosing not to notify nonprofit* %

Donor’s own business—no one else needs to know 80

Donor might change mind so better not to say anything 34

Worried he or she would be pestered with mailings and phone calls if the nonprofit knew donor was planning to make a bequest 26

Don’t want organization acting like a vulture waiting for money 25

Might get special treatment/makes donor uncomfortable 24

Fear the organization would sell/give information to other nonprofits who would approach donor to help them as well 19

*Among those who have named a nonprofit in their will but have chosen not to inform the organization; n=109

25%

15%

21%

32%

34%

53%

It does not hurt to assure privacy and reinforce the donors’ right to change their minds.

Can arrange if no contact preferred

Would help nonprofit to plan for future if known

Access to insider information

None of these

Wouldn’t share information without permission

Able to change mind at any time

0%

25%

50%

75% 100%

Details that may make donor feel more inclined to tell nonprofits that donor has provided for them in will

More Inclined

We realize that circumstances change and your gift to us in your will may no longer be possible at some future date. Your family and friends come first, and that’s why a bequest in a will works for so many of our donors -- you can change your mind at any time.

Change Your Mind At Any Time

Work through financial advisor

Contact by e-mail

Arrange in-person meeting

Not sure

Preferences for initial contact about including a nonprofit in will

0% 25%

50%

75%

100%

39%

3%

6%

8%

Preferred modes of initial contact

Call personally on phone 8%

Send information in mail 42%

67% of Secret Givers prefer

receiving information in the mail

67% of Secret Givers prefer

receiving information in the mail

Stelter Focus Group Observations

• Donors look at themselves as investors in your mission – they want to know what is their ROI

• Make it easy for donors to get more information

• Confirm you will keep donor’s information confidential.

Insure Privacy

• Percentage spent on fundraising – pie charts

• Offer response options in direct mail besides returning reply cards

• Less technical copy – more donor-focused, age-specific oriented with passion for mission emphasized


What’s Your Organization’s ROI?

NOW WHAT?

Research driven strategies for success

• Age-Specific Library of content-print, web & eMarketing

• Trackable metrics in print to direct donors to your websites

• Online and offline methods to drive traffic to your websites

• Avoiding SPRAY AND PRAY marketing

Create Your Will: The Most Important Document You’ll Ever Own6 Steps to an Effective Estate PlanAre You Getting the Most From Your Money?

Boost Your Retirement IncomeFamily Comes First: Then Who Benefits From Your Estate?Life Moves Fast–Keep Your Will Up To Speed

Age-Specific Library: messaging for specific age groups.

Prepare messaging for specific age groups.

The Ease of Making a BequestDiscover the Joy of Giving Without Using CashA Gift That Gives You Security

Where the Money GoesYou Can Change Your Mind at Any TimeWhat More You Can Do to Help

Who’s online?

Active users of the internet

• 18 to 29 age group – 94% regular users

• 30 to 49 age group – 88% regular users

• 50 to 64 age group – 79% regular users (65% in 2006)

• 65+ age group – 48% regular users (35% in 2006)

* Source: Pewinternet.org, Feb. 2012

What do they do online?

• 91%- Use search engine to find information

• 91%- Send or read e-mail

• 84%- Look for info on a hobby or interest

• 78%- Look for info about a service or product they are thinking about buying

• 71%- Buy a product* Source: Pewinternet.org, Feb. 2012

What channels are non-profits using?

Information on website 92%Articles in organizational newsletters or magazines

83%Printed planned giving newsletter

72%Events for donors 50%Other planned giving direct mail

39%Estate planning seminars 37%Planned giving email 34%Postcards 34%Other 18%

Age-specific Content on Websites

Simple, illustrations, interactive features

eBrochures

Simple, Monthly updates, Interactivity

Create Interaction- Gift Illustrator

Gift Illustrator

Clean Navigation, Recommendations

Recommendations Software

=

eNewsletterage-specific,

life stage-oriented articles

Measurement & How to Use

eMarketing Trends

• Email Fatigue- Less is more• Age-Specific- Life-stage oriented articles• Personalization• Targeted campaigns• Tracking- what to do with reports

Provide information and updates

Best Uses of eNewsletters

Generate dynamic personalization

Best Uses of eNewsletters

eNewsletter reports, how to use

Newsletter eNewsletter Web Site

Integrated Marketing Efforts

New Rules For Engaging Donors

No one format fits all donors

Best Uses of PrintGenerate Leads

Effectively present an offer

Best Uses of Print

Best Uses of Print

Introduce a gift option

Maintain credibility andreliability

Best Uses of Print

Track results; measure your ROI

• Response rates to your offerings• E-mail opens and click throughs• “Random” contacts from prospects -telephone

calls, personal letters or emailed questions• Web visitors

Follow-up tips

1. Be Proactive, Get on the phone• 2 weeks after eNewsletter or newsletter to

“Thank” your “Warm” prospects2. Follow-up quickly on leads

• eBrochures, calculator, eNewsletter, reply cards

3. Be consistent and thrive on momentum4. Track all results and ancillary responses

• Reply cards, open rates, click throughs, web visits, phone calls, ebrochure requests, gift calculations, disclosures of planned gifts, increase in “recognition society”

Avoid Spray and Pray Marketing

One format sent to one generic group featuring one generic message does not

work any more!

Questions?

Jeremy Stelter(303) 762-8808

[email protected]

Objectives

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